personalize its Web pages to the specific
needs of the individual using the site at
any given time.

For example, a 45-year-old male view-ing a hospital’s homepage might see in-formation regarding educational seminarsfocused on prostate cancer, while a femalelogged on simultaneously is offered detailson different gynecologists available basedon her location. This saves consumerstime and ensures a more mutually benefi-cial relationship between marketer andmarketers the opportunity to up-sell andcross-sell services and drive downstreamrevenue while at the same time helpingpatients and prospects to better managetheir health.”

Edward, a full-service health care
provider in the western suburbs of
Chicago, utilizes Open Instant CRM
to leverage its online and direct
marketing strategies, develop richer
engagement with consumers and
increase loyalty. After filling out a form
or visiting a personalized URL (PURL),
return consumers are recognized
through their cookies and unique
online content can then be provided
in real time. In a marketing study, 64
percent of individuals who logged
onto their PURLs went on to utilize
Edward’s services, compared to 46
percent from an overall control group.

customer, Herman says.

“In essence, at the very highest level
we’re increasing the efficiency of that
consumer touch point,” he says. “(Baby
boomers) are people we know to be
concerned about their health and are
interested in your services. It provides

“The real-time natureof what online provides,coupled with the FDApanel and social mediarules, are the obviouschallenges. Because youhave the ability to launchcampaigns based on differ-ent consumer behavior, there are severalincarnations of those messages that cango out. How do you get all those mes-sage variations of copy approved legallythrough your medical, legal and regula-tory process and still be able to movewith agility in the market?” Shahani says.“We’re seeing our customers be more suc-cessful by engaging the regulatory folksthemselves in the process. Showing themthe tools and demonstrating to them thehealth outcomes that can be producedcan be beneficial.”Medicare-compliant companies likeHoveround are challenged every day bynew legislation and what that means forthe consumer, says Hilton, who adds thatopen dialogue with consumers is a neces-sity.

“For us to overcome these challenges,
it is about being creative with respect